How Google Adwords Helps Increase Customer Growth
PPC advertising is a form of online advertising which only charges advertisers when ads are clicked. Google Adwords is the largest PPC advertising service and enables businesses to target new potential customers near to their location, Google Adwords is now known as Google Ads.
Businesses can advertise to promote their services, or certain products and services to potential new customers in their chosen location. Many businesses rely on Google Adwords for new customers because it allows them to show ads only to people searching for relevant services. Unlike interruption based advertising which is shown to people regardless of whether they are looking for a particular service. Successful Google Adwords campaigns can turn clicks and calls into high value long term customers.
New customers could be searching for a company or service expert. When seeing an ad they can click through to the website, call or submit an online form.
Companies can specify the budget they want to work with. This can be paused or adjusted as required and a monthly budget cap can be set which would pause ads once reached. Ad accounts can choose to prepay or postpay for ads according to preferences. Forecasting tools are available and estimated results are displayed to provide an indication of clicks and costs for a given budget.
Adwords campaigns can be set up fast, but for high performance results the correct skill set and experience is a must. Campaigns can be structured around business goals such as getting more clicks, calls or visits, which will help with business planning and increase conversions.
Location targeting is used to define a target location area, for example the area most ideal customers live or work. This will improve results as only relevant potential customers would be targeted. Text ads are based on 3 short sentences with a clear message, along with target keywords. Banner ads and video ads can also be used but these are shown via the Google Display Network and not Google search, display advertising is less targeted which means it is less effective compared to search targeting however costs per click are lower.
Business Growth Objectives
Ads are structured into campaigns, and divided into topics such as services. Campaigns need to be focused for faster business growth. For example advertisements can be for general services or specific service offerings, or more general for the purpose of building brand awareness.
Google Adwords is based on relevancy – this is the key to it’s effectiveness. This is because ads are only shown to new customers at the time they are searching for service information, experts and recommendations.
Campaigns and Ad Groups
Keywords are researched and selected, and campaigns and ad groups are built out. For example a PPC specialist could build a campaign with the theme of “service X”, this campaign could include sub campaigns, called Ad Groups which could include:
After sales support
Each ad group contains variations
Each selected keyword is set against a “match type” which determines which queries will trigger ads to show:
Exact – the exact query as typed in
Exact Close Variant – the exact query but includes misspellings or variants
Phrase – the query in the correct order, even if there are additional terms before or after the phrase
Phrase Close Variant – the query in the correct order, even if there are additional terms before or after the phrase
Broad – the query can be typed in any order and can result in ads showing for similar related searches
Modified Broad – the query can be typed in any order but must include terms that contain a plus sign
Broad Session Based – a sophisticated form of broad match which takes into account other searches from the users session
Businesses should use negative keywords to filter out irrelevant clicks. For example a customer searching for “cheap”, “deals” or “discounts” may not be an ideal customer, but without negative keywords a business could still be charged for clicks. By adding “cheap”, “deals” or “discounts” as negative keywords the dental ads will not be shown when a search containing those words is entered.
Ads are written after ad groups have been set up and keywords and match types entered. Adverts need to be focused in order to generate the best results and include specific keywords, unique selling point and call to action.
Google Ads character limits are:
Headline 1 up to 30 characters including spaces
Headline 2 up to 30 characters including spaces
Description Line up to 80 characters including spaces
Ads can’t include any misleading statements, over use of capitalization or icons or punctuation. An example of a misleading statement includes “get instant results” etc. Compliant ads are important to the standing of your account.
Mobile and Desktop Ads
Google Adwords automatically formats ad copy for desktop and mobile, and copy can be previewed prior to launching ads.
Clarity of Message
Potential customers should be taken to clear ad focused landing pages relevant to their search. This will maximise the number of new customer enquiries.
Google Display Network Image Ads
The Google Display Network ads (GDN) is used for image or video ads. Images can be static or animated images and these ads show on the Google Display Network which includes news sites and a range of high traffic sites.
Understanding which campaign type to use can help a business reach their sales goals. In comparison using the wrong campaign type can lead to slower growth or wasted ad spend.
Search Network – this is the most selected campaign type and is based on keywords entered. Google search can be chosen alone or combined with search networks.
Display Network – this includes millions of sites which show Google ads in text, image and video format. This is based on interruption advertising and is not search based.
Search Network and Display Opt-In – combination of both of the above networks.
Google Ads also includes Product Listing Ads however these are not relevant for all business types.
Ads can be shown across all device types including desktop and laptops, tablets and mobile devices. Mobile device targeting includes a bid modifier as traffic is generally more expensive.
Location targeting is crucial to local businesses and must be used to attract ideal potential customers. It would be pointless for a company to advertise in a wide area, unless customers live or work in those areas. Targeting can be by location, regional, national and international. Bid modifiers can also be used to target premium locations.